Exclusive Interview with Philip Kotler and Gabriele Carboni

Interview with Philip Kotler and Gabriele Carboni about their new book “Enlightened Management” released on December 13, 2024 in English and available on Amazon worldwide. Originally published in Italian on Il Giornale delle PMI.

Good morning Gabriele, thank you for joining us. Your new book, written with Philip Kotler, seems to propose a new paradigm for small and medium-sized enterprises. What is the central message of “Enlightened Management”?

Gabriele Carboni: Good morning and thank you for the invitation. The message at the heart of “Enlightened Management” is that small and medium-sized enterprises can and must be at the center of a movement towards more conscious and responsible management. We argue that it is possible to balance profit and social impact, operating in such a way that benefits both the company and the community and environment in which it operates.

Prof. Kotler, this is not the first time you have worked with Gabriele Carboni, what was it like writing this book?

Philip Kotler: Working with Gabriele Carboni on 'Enlightened Management' has been an extraordinarily enriching experience. This book represents a significant advancement in how we think about the role of small and medium enterprises in our economic and social fabric. Gabriele brought a profound vision and contagious passion for impact marketing and responsible management, which are reflected on every page of our joint work.

Gabriele, how can this model be concretely applied in SMEs?

Gabriele Carboni: The book provides several tools and strategies that entrepreneurs can use to integrate principles of sustainability, equity and responsible innovation into their daily activities. We talk, for example, about horizontal leadership, which promotes collaboration and shared innovation, and how digital technologies can be harnessed for positive impact.

Do you think that the climate and social crisis has influenced the direction of marketing and business management?

Gabriele Carboni: Absolutely. The climate crisis forces us to rethink traditional business models. Companies that anticipate and respond to these challenges will not only be better positioned to survive but will also have the opportunity to thrive. Marketing and business management must evolve to reflect a commitment to sustainable solutions that address environmental and social concerns.

What challenges do SMEs face in turning these principles into concrete actions?

Gabriele Carboni: One of the biggest challenges is resistance to change, both at an organizational and cultural level. Many SMEs fear that changes will entail significant upfront costs or disrupt existing operations. However, we have concrete examples and case studies in the book that demonstrate how companies can overcome these challenges through a gradual approach, educating and engaging employees in this transformation journey.

Prof. Kotler, who should read this book?

Philip Kotler: This book is a must for anyone who believes that the future of business lies in a balance between profit and social progress. I am proud of this work and am confident that it will provide entrepreneurs and executives with the skills and inspiration needed to lead the change towards more enlightened management and positive social impact.

Gabriele, when will the Italian edition be available? Any last thoughts for our readers?

Gabriele Carboni: I would like to encourage every entrepreneur and executive to not see sustainability as a burden, but as an opportunity to renew their business and inspire their teams. Enlightened Management is not just a strategy, but a journey that strengthens your business and contributes to a better future for all. We are already working on the Italian edition that will be released in the first part of 2025.

Prof. Kotler, are we facing a revolution in management and marketing?

Philip Kotler: Personally, I see Gabriele as one the future leaders of marketing. His innovative approach and dedication to promoting sustainable and ethical practices are exactly what the field of marketing needs to evolve in the coming century. Businesses, especially SMEs, are often in search of management models that not only promote economic growth but also integrity, transparency, and social responsibility. In 'Enlightened Management,' we explore how these goals can be not only aspirational but also practically achievable. Gabriele has brilliantly outlined strategies that can transform challenges into opportunities, guiding businesses towards lasting positive impact.